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> Even if it is run by 'the big boys' (in this case Apple), your success is dependent on their good graces.

Not "even if" though, it is "particularly if". The big boys don't have to care, so they don't care, because what are you going to do. They have all the power, you have none.

If you are going to depend on a third party it is best to depend on small ones where they need you as a customer as much as you need them as a service. In an equal relationship you can always reach a human to have a dialogue about any issues that arise.

Of course, if you're targeting a mobile platform, you're out of luck. Best to target the open web if at all possible.

They aren't dependent on a third-party "service", exactly. If you make software for phones, the most popular hardware platform in the world @ 8 billion devices, you are at the complete mercy of Apple/Google, period.

web is the way

Yes. Want to keep it that way? Or what are you working on?